Brands with a virtuous mission are attractive to the millennial consumer. But mission alone is often not enough at the first moment of truth—the product’s quality and benefits must come through as with any other, less virtuous competitor. In the buy one/give one model, the right combination of powerful design, excellent products, and a mission worth everyone’s attention can lead to a significant lift in business success for the brand, furthering the brand’s virtuous mission through this business success.
Soapbox's mission is to empower customers to change the world through everyday, quality purchases. For every Soapbox product purchased, we – together - donate a bar of soap to someone in need either in the U.S. or abroad.
Anthem’s new packaging redesign for Soapbox elevates the brand and connects consumers to the social mission in a powerful storytelling experience. Engaging consumers with this mission while conveying the quality of the products inside and influencing the brand’s performance through packaging is a testament to the power of good design.